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Finding the right audience the first time

We all like the convenience of accessing the internet on our mobile devices. But there may be a trade-off with that convenience. From a March 2014 story from 60 Minutes’ Steve Kroft, we know that data brokers are gathering hundreds of data points us that are used to create target marketing messages based on our behaviors online. While many Internet users may be naive that such a practice is occurring, it’s big business and growing every day. For marketers, the ability to target potential customers using this data is appealing. Marketing budgets are often the first things cut when times get tough, making it even more important to be able to prove a substantial return on investment.

Take for instance investing in a targeted campaign on Facebook with a company like Brightwhistle. In less than two weeks, my hospital saw an over 47% increase in Facebook fans by implementing a Facebook awareness campaign. For a modest investment, we are able to target Facebook users based on location and interests. In addition to increasing our fan base, the sponsored ads have had more than 90,000 impressions and most importantly, have generated two leads in that short period of time. Now while this may sound insignificant, if those two patients convert to business at my hospital, they will pay for our campaign at least 20 times over. Leveraging a tool like Facebook seems logical – go where the people are and deliver content that is relevant to them based on their own likes and dislikes. Brightwhistle is able to turn data into strategy by targeting users, and this in turn creates content that is likely to strike a cord with readers. Take a look at how Brightwhistle helped Piedmont Healthcare educate consumers about mammography and ultimately increase volume to their imaging centers.

What do you think? Do you like receiving marketing messages as you breeze through your Facebook newsfeed or on Twitter? Would you rather see information from companies that are tailored to you or see information from random companies that are of no interest? There are thousands of companies out there vying for your attention and your business; it’s up to you whether or not you choose them.